Focus Groups Research

• Focus Groups are a method of qualitative research. Qualitive Research is 'a process of naturalistic inquiry that seeks an in-depth understanding of social phenomena within their natural setting. Focusing on the why rather then the what of social phenomena.'  UTA (2022)
• Quantative Research is more structured research for example, interviews, measurements and reviews of records.
• A focus group are 'are controlled interviews of a target audience that are led by facilitators. Participants in a focus group are selected based on a set of predetermined criteria, such as location, age, socioeconomic status, race, and more.' Devault (2020)
• The purpose of a focus group is to' identify an individuals thoughts and feelings on a product, service or Solution' Default (2020)
• You also mut have a defeind goal and know your target audience to make sure you get the most accurate and reliable responses from individuals.
• A benifit of focus groups is that in contrast to interviews that are usually taken individually. A focus group is taken in groups allowing members to idiscuss thier answers with each other each other during the discussion ideas in order for the interviewrs to get more defined answers.
• Another benefit of focus groups are that 'they don't discriminate against people who cannot read or write and encourage participation from people with anxiety about be interviewed on their own or who feel they have nothing to say as focus groups allow them to contribute to others ideas.' Kitzinger (1995)
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Bibolgraphy

University of Texas  Arlington Libraries (Apr 13 2022) Quantitaive and Qualitive Research. libguides.uta.edu  https://libguides.uta.edu/quantitative_and_qualitative_research/qual

Gigi Devault (Dec 5th 2020) What is a Market Research focus Group? the balancesmb.com https://www.thebalancesmb.com/what-is-a-market-research-focus-group-2296907 

Jenny Kitzinger (Jul 25 1995) Qualitive Research introducing Focus groups. bmj.com https://www.bmj.com/content/311/7000/299